International Marketing Entry Strategy- Westp
Westpac B a n k i n g Corporation
International Marketing Entry Strategy
Report prepared by: Jean Diaz
Due date: 09/06/2011
La Trobe University- Bendigo
Semester 2
International Marketing Entry Strategy
Table of Contents
Executive summary Introduction Company and product background
Provide an analysis of the business and product performance Company objectives and corporate strategies What is the product and needs does it satisfy?
1 2 3 3 4 6 7 7 10 12 14 15 16 17 18 19 20 21
Country and product market attractiveness
Politico-legal, socio-cultural and demographic, economic, technological Product market analysis Competitive analysis
Buyer Analysis Opportunity statement Marketing objectives Entry strategy Timetable & Budget Conclusion Bibliography Appendix
Westpac Banking Corporation entry strategy
i
International Marketing Entry Strategy
Executive summary
The insurance industry is one of the basic service industries in Chinese economy, whose prospect is reflective of the economic resilience of the economy. With the globalization of the economy, China has become the playground of major global insurance players. As whole insurance industry is a very large field for research we have chosen life insurance industry of the booming segment of insurance industry, for research purpose. The major objectives of the study are as below: • To find out how political, economical, socio-cultural, technological factors affecting this industry by PEST analysis. • To find out how the market condition and what level of competition is in China. • To analyze opportunities for the industry • To Set up marketing objectives and select an entry strategy Global expansion is the foundation to becoming a multinational firm. When attempting to enter into foreign markets, selection of the proper strategies and alliances play a critical role in determining company success. The purpose of this report is to review Chinese
International Marketing Entry Strategy
Report prepared by: Jean Diaz
Due date: 09/06/2011
La Trobe University- Bendigo
Semester 2
International Marketing Entry Strategy
Table of Contents
Executive summary Introduction Company and product background
Provide an analysis of the business and product performance Company objectives and corporate strategies What is the product and needs does it satisfy?
1 2 3 3 4 6 7 7 10 12 14 15 16 17 18 19 20 21
Country and product market attractiveness
Politico-legal, socio-cultural and demographic, economic, technological Product market analysis Competitive analysis
Buyer Analysis Opportunity statement Marketing objectives Entry strategy Timetable & Budget Conclusion Bibliography Appendix
Westpac Banking Corporation entry strategy
i
International Marketing Entry Strategy
Executive summary
The insurance industry is one of the basic service industries in Chinese economy, whose prospect is reflective of the economic resilience of the economy. With the globalization of the economy, China has become the playground of major global insurance players. As whole insurance industry is a very large field for research we have chosen life insurance industry of the booming segment of insurance industry, for research purpose. The major objectives of the study are as below: • To find out how political, economical, socio-cultural, technological factors affecting this industry by PEST analysis. • To find out how the market condition and what level of competition is in China. • To analyze opportunities for the industry • To Set up marketing objectives and select an entry strategy Global expansion is the foundation to becoming a multinational firm. When attempting to enter into foreign markets, selection of the proper strategies and alliances play a critical role in determining company success. The purpose of this report is to review Chinese